Event Technology Impacts Every Aspect of Meetings But Needs Wider Adoption
Photo Credit: The new Zenvoy networking platform is designed to connect like-minded event attendees. Zenvoy
Skift Take
The newest event tech is getting better at connecting attendees, establishing the business case for events, and sourcing more creative venues. But CMOs still don't have any really good platforms to track the entire attendee journey to help them develop solid one-to-one marketing messaging.
Event technology encompasses many different platforms and processes that meeting planners weave into the canvas of the attendee user experience in myriad ways.
Today, event tech is especially shifting how planners design conferences in terms of venue selection, attendee and brand engagement, and end-to-end event management.
As much as we hoped, 2016 will not go down as the year when the meetings industry shifted from its deeply embedded analog ways toward the light of a tech-enabled future. There's still a lot of education needed in the industry to drive higher adoption rates among meeting attendees and prove the deliverables for meeting planners.
According to a Global Business Travel Association (GBTA) study released last week, conducted in partnership with Lanyon, only 57 percent of planners use some type of meeting management technology, even though 96 percent reported that they find value in the software. Furthermore, a mere 58 percent of people who plan meetings and do
